MEDIA COVERAGE FOR GREATER BUILDING SOCIETY "JERRY SEINFELD" CAMPAIGN - PRINT MEDIA
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MEDIA COVERAGE
FOR
GREATER BUILDING SOCIETY
“JERRY SEINFELD”
CAMPAIGN
PRINT MEDIA
INTERNET COVERAGE
MONDAY 27 JULY 2009
PAGE 2
The Newcastle Herald, Thursday 9 July
Phone: 4979 5000 THURSDAY, JULY 9, 2009 $1.20 (GST inc)
BYE BYE DADDY
FAMILY’S
TEARFUL
FAREWELL
PICTURES, REPORTS: PAGES 4, 5
No kidding, Jerry
spruiks for Greater
IT’S no joke, New York comedian The comedy star filmed a series
Jerry Seinfeld is kicking the can of ads in May for the campaign
for Newcastle’s Greater Building that will be launched today.
Society in a new multimillion-
dollar marketing campaign. – Report, Page 14
GUILTY PLEA: Court told of woman’s regret over girl fight
Brawl mum’s
brain snap
A WOMAN who was heard
encouraging her teenage daughter
to break the nose of a 14-year-old
girl during a fight pleaded guilty
yesterday to assault and inciting
someone to commit an offence.
In a letter presented to Toronto
Local Court the 30-year-old mother
said she was ‘‘deeply sorry’’.
She admitted she ‘‘didn’t handle
things like I should have’’ and said
Continued Page 2
Classifieds: Page 65 Phone: 131-696 Index: Page 2 Forecast: Showers, 16˚ Details: Page 64
PAGE 3
The Newcastle Herald, Thursday 9 July
Newcastle Herald Page 1 of 2
09/07/2009
Page: 1
General News
By: Alison Branley
Region: Newcastle NSW
Circulation: 49880
Type: Australian Regional Dailies
Size: 885.22 sq.cms
Frequency: MTWTFS-
Copyright Agency Limited (CAL) licenced copy Ref: 53926325
PAGE 4
The Newcastle Herald, Friday 10 July
Phone: 4979 5000 FRIDAY, JULY 10, 2009 $1.20 (GST inc)
WHAT YOU SAID HOME-GROWN
RATING HUNTER’S
JERRY’S OWN BOYS
SHTICK-UP AXE FALLS AT
ALL SAINTS
PAGE 3
IN BLUE
PAGE 7 SPORT
Memories of my mate Ted, the humble VC hero
VALIANT:A young Ted
Kenna in his uniform.
By TYRON BUTSON
VICTORIA Cross holder Ted
Kenna was hailed a hero for
his actions in the jungles of
New Guinea during World
War II.
But he was also a humble
man who downplayed his
valour as ‘‘being the right
bloke in the right place’’.
Close friend and former
sergeant major Alf Carpen-
ter, of Georgetown, had a
quiet beer to honour his war-
time mate, Australia’s last VC
holder from World War II
who died in a Geelong nurs-
ing home, aged 90, on
Wednesday.
CLOSE FRIEND: Alf Carpenter has a beer to honour his old war-time mate Ted Kenna, at his Georgetown home yesterday. — Picture by Kitty Hill Continued Page 4
DOWN THE DRAIN: Port council faces massive claim
$20m at stake
PORT Stephens Council’s financial
future could rest on the result of a
court case as the mortgagee for a
Nelson Bay estate development pre-
BEN SMEE
PORT STEPHENS
based developer Brien Cornwell,
whose development company
Melaleuca Estate has been forced
into liquidation.
Court next week. That claim will
include more than $7 million for
drainage and other legal costs Mr
Cornwell has incurred, as well as
system for $800,000 in 2002, although
the council disputes this.
The two parties have been in and
out of court since, arguing about
pares to lodge a $10 million claim spent millions on drainage solutions The Herald understands the mort- substantial penalty interest. storm water run-off from the coun-
against it. and legal fees. gagee for Melaleuca, South Canter- Mr Cornwell, who would not com- cil’s Seabreeze Estate onto the
The council could be staring at The claim is the latest chapter in bury Finance Australia, will lodge a ment to The Herald yesterday, has Melaleuca-developed Lagoons
potential losses of about $20 million a seven-year drainage dispute that claim against the council for $10 to previously claimed the council
if it loses the case, having already has financially crippled Newcastle- $12 million in the NSW Supreme could have bought into his drainage Continued Page 4
Classifieds: Page 43 Phone: 131-696 Index: Page 2 Forecast: Showers, 17˚ Details: Page 36
PAGE 5 The Newcastle Herald, Friday 10 July
PAGE 6 The Newcastle Herald, Saturday 11 July Customer Comment – Thursday 9 July Hi, I don’t know how you did it but I want to be the first person to open an account with you because Jerry Seinfeld is advertising it! I’ve always been a die hard Newcastle Permanent Building Society customer but in light of this yet to be released campaign, I want in and now! I watch 5 episodes of Seinfeld every night before hitting the sack... with my 12 year old who is as big a fan as me. I’ll be at Stockton Branch tomorrow morning to fulfil my promise! Regards Debbie Kelly.
PAGE 7
The Newcastle Herald, Saturday 11 July
H1
Phone: 4979 5000 SATURDAY, JULY 11, 2009 $2 (GST inc)
POTTER MAGIC PLUS LOCAL BEAUTY
UNDER MISS
HARRY’S WORLD
SPELL READY FOR
RAIDERS
HOPE
THE FAN: PAGE 5 SPORT REPORT
THE PREVIEW: PAGE 26 PAGE 25
WEST END REVIVAL
Seinfeld Medical precinct plan
tells: why for historic museum site
City
I made
that ad
EXCLUSIVE
By NEIL JAMESON
IT was never the money, that’s
for sure.
heart
Jerry Seinfeld made that quite
clear yesterday. In an exclusive
interview with The Herald, the
world’s wealthiest comedian
explained his reasons for lend-
ing his name to a new advertis-
ing campaign launched this
week by regional financial
institution the Greater
Building Society.
In a phone call from
New York, the star
whose agent reputedly
knocks back 50 com-
mercial overtures a
week, hinted it was
more about ‘‘feel’’ than
fiscal reward.
start
‘‘We don’t think
about money too
much these days,’’ he
said. ‘‘I like to do
things because they
feel right.’’
Jerry Seinfeld,
54, became one of
the entertainment
industry’s biggest
Continued Page 2
THE former Newcastle Con Constantine.
Regional Museum would be EXCLUSIVE The Herald can reveal Mr
turned into a 24-hour medi- Constantine plans to lease
APPROACH: Jerry cal precinct under an
JACQUI JONES the site, potentially for 25
Seinfeld says he ambitious new plan to kick- years, to the operators of
has a soft spot start a revival of the city’s the nearby Hunter Street
for Australians. dilapidated West End. pated since Newcastle City Medical Centre, who
The future of the land- Council sold the property would adapt more than
mark Newcastle West prop- last year for $7 million to
erty has been much antici- high-profile businessman Continued Page 4
Classifieds: Page 52 Phone: 131-696 Index: Page 2 Forecast: Mostly fine, 18˚ Details: Page 51
PAGE 8
The Newcastle Herald, Saturday 11 July
Newcastle Herald
11/07/2009
Page: 1
General News
By: Neil Jameson
Region: Newcastle NSW
Circulation: 49880
Type: Australian Regional Dailies
Size: 311.68 sq.cms
Frequency: MTWTFS-
Copyright Agency Limited (CAL) licenced copy Ref: 54051363
PAGE 9 Weekend Australian, Saturday 11 July Seinfeld stands for Aussie Bank
PAGE 10
Daily Advertiser, Saturday 11 July
Daily Advertiser
11/07/2009
Page:
Daily3Advertiser
General News
11/07/2009
Region: Wagga Wagga NSW
Page: 3
Circulation: 12851
General News Regional Dailies
Type: Australian
Region: Wagga Wagga NSW
Size: 173.29 sq.cms
Circulation: 12851
Frequency: MTWTFS-
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Size: 173.29 sq.cms
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Daily Liberal, Saturday 11 July
Daily Liberal
11/07/2009
Page:
Daily7Liberal
General
Daily News
Liberal
11/07/2009
Region: Dubbo NSW
11/07/2009
Page: 7
Circulation: 5276
Page: 7 News
General
Type: Australian Regional Dailies
General Dubbo
Region: News NSW
Size: 93.67 sq.cms
Region: Dubbo
Circulation: NSW
5276
Frequency: MTWTFS-
Circulation: 5276 Regional Dailies
Type: Australian
Type:93.67
Size: Australian
sq.cmsRegional Dailies
Size: 93.67 sq.cms
Frequency: MTWTFS-
Frequency: MTWTFS-
Daily Liberal
11/07/2009
Page: 7
General News
Region: Dubbo NSW
Circulation: 5276
Type: Australian Regional Dailies
Size: 93.67 sq.cms
Frequency: MTWTFS-
Copyright Agency Limited (CAL) licenced copy Ref: 54054835
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Illawara Mercury, Saturday 11 July
Illawarra Mercury
11/07/2009
Page: 68
General News
By: Jodie Minus
Region: Wollongong NSW
Circulation: 28073
Type: Australian Regional Dailies
Size: 197.75 sq.cms
Frequency: MTWTFS-
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Weekend Gold Coast Bulletin, Saturday 11 July
Weekend Gold Coast Bulletin
Weekend
Weekend
Weekend Gold
Gold
WeekendGoldCoast
Coast
Coast
Gold Bulletin
Bulletin
Bulletin
Coast Bulletin
11/07/2009
11/07/2009
11/07/2009
11/07/2009
11/07/2009 Page: 5
Page:
Page:
Page:555 5
Page: General News
General
General
General News
News
News
General News By: Leah Fineran
By:
By:
By:Leah
Leah
Leah Fineran
By: Fineran
Fineran
Leah Fineran Region: QLD
Region:
Region:
Region: QLD
QLD
QLDQLD
Region: Circulation: 41121
Circulation:
Circulation:
Circulation: 41121
41121
41121
Circulation: 41121 Type: Australian Regional Dailies
Type:
Type:
Type: Australian
Australian
Australian
Type: Regional
Regional
AustralianRegionalDailies
Dailies
Dailies
Regional Dailies
Size: 138.08 sq.cms
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Copyright
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Life Weekly Gold Coast, Wednesday 15 July
15 - 29 July 2009
inside
xxxxx
xxxxxx
xxxxx
xxxxxx
xxxxx
xxxxxx
banking on funny
the greater building society brings seinfeld back to tv!
inside - LocaL
LocaL News • sport
port • crossword • Food
F & wINe
w e • FashIoN • sudoku
wINPAGE 15
Life Weekly Gold Coast, Wednesday 15 July
cover story
BANKING
oN FUNNy
seinfeld’s comeback
C
OMEDIANS don’t always have a few can compete with. Which is exactly why months was on a jet headed to New York for their their customers, but a familiar and personable
long life expectancy. The door often The Greater felt the comedian would be the 2-day filming shoot. element as well. “We are not just engaging the
slamming in their face just as quickly perfect man to front a new series of advertising Although Dwyer admits at first, he wasn’t services of an entertainer for attention-grabbing
as it opened. But Jerry Seinfeld – who strode campaigns – that went to air this week. entirely sure if the comedy icon would sign up to purposes we have strategically sought a huge
onto our screens over 20 years ago with his hit The idea to put the funny man behind the front a campaign for an Aussie brand – Seinfeld personality who embodies the same brand
show based on everyday life in New York city camera again was the brainchild of John Dwyer has only ever done two other TV advertising principles that we do.”
– is still standing. Carving up the crowds with his – who has worked as The Greater’s marketing campaigns – and both were for global products. The crew set about making arrangements
stand-up routines and living off the long held consultant for over 10 years. But within five days of conversing with George to get the campaign rolling and seeking out a
cult status of his sitcom, he recently reprised Dwyer, who has spent the better part of his Shapiro (the star’s manager for over 30 years location. To shoot at a local branch would have
his comedic talents as Barry B Benson in last career promoting brands, has rubbed shoulders who discovered him at a comedy club) the deal been the preferred option for The Greater but
year’s Bee Movie – which he also co-wrote and with all the big names – from Princess Diana was signed. “George loved the idea so much Seinfeld’s hectic stand-up schedule meant the
produced. But the star is most well-known for to Meatloaf and even produced the TV show, he emailed our proposal to Jerry and we were star couldn’t leave the US, so instead The Greater
his ‘observational humour’ that characterised Dreams Can Come True – so he’s no stranger to ecstatic when we received notification just a few moved over there. They settled on the town of
a new kind of funny and made him one of fame, yet still says he was gobsmacked at the days later, that Jerry also loved the idea and had Cedarhurst, just an hour from New York city, and
the most well-respected, entertaining and nature of Seinfeld. “Jerry is one of the nicest guys agreed to come on board.” began creating an Australian-ised street with
philosophical comics of all time. And now, he’s I’ve met. With him, what you see is what you get. It was The Greater’s aim for Seinfeld to bring all the fixtures authentic – right down to the
made his TV comeback – as the man behind The He’s very down-to-earth and humble, stopping attention to their brand because of his likable parking metres and street lights. An empty shop
Greater campaign. and signing autographs and genuinely caring personality – and it has always been their policy was turned into a Greater branch and within 48
Other Australian brands have used Hollywood about the people he met.” to use real people as a marketing strategy. hours, the scene was set. “We used photos as a
stars to promote their campaigns before, but Setting the wheels in motion in January, Dwyer After compiling a lengthy research project into reference to reinventing other components in
Seinfeld brings a level of humour and star clout, approached Seinfeld’s manager and within which Hollywood stars command the greatest the Cedarhurst streetscape. We even went as far
accolades with their audiences, Dwyer discovered as changing street signs, rubbish bins, bus stops
Seinfeld came up trumps, with almost all of those and pavers.”
surveyed (99 percent) within Australia and the US The campaign features Seinfeld wheeling
saying they loved the comic. out his stand-up garb in a shopping trolley and
“He’s a subscriber to over-delivery which is what setting up right outside The Greater branch.
our brand also represents. No other star of his level It wasn’t long before the media caught onto
would have given us the amount of content we filming going on behind the street blocks. And
got from him,” says Dwyer who travelled with CEO as soon as word got out Jerry Seinfeld was
Don Magin to meet with the star in his 54th-floor making a comeback to TV, CBS News arrived
apartment overlooking Central Park. And both on the scene with a camera crew and ran a
Magin and Dwyer were impressed with the star’s two-minute clip on the evening news with a
John Dwyer, humility. “He gave us some great ideas and we crowd of onlookers gathered to catch a glimpse
Jerry Seinfeld with nt, Greater Building Society
Marketing Consulta came up with the concept in that first meeting,” he of the star. “The shoot couldn’t have gone
says. “We wanted Jerry to be himself and so he led better,” says Dwyer. “Jerry was a joy to work with
the creative process. He gets it. I mean some stars and adds considerable ‘wow’ to our brand. We
don’t understand that the campaign has to work, look forward to having a long and successful
but Jerry does because he understands marketing. relationship with him.”
When you meet him, it’s so refreshing to find Visit the Greater’s website to watch exclusive
he is exactly the same person you see on his TV behind-the-scenes footage from the “making of”
sitcom. No airs or graces, but rather a friendly and the TV commercials.
courteous person who genuinely seems interested
in other people’s opinions and views.” John Dwyer is a marketing consultant
Seinfeld has weaved his trademark dry for The Greater and owner of Coolibah
humour into The Greater’s campaign with Marketing. For further information go to:
hopes of hitting not just the funny nerve of www.greater.com.au
George loved the idea so much he emailed our
proposal to Jerry and we were ecstatic when we
received notification just a few days later, that Jerry
also loved the idea and had agreed to come on board.
Life GoLd Coast | PAGE 16
Newcastle Herald Weekender, Saturday 18 July
THE NEWCASTLE HERALD JULY 18, 2009
weekender
HEAVY TRAFFIC
Why they go to the
drive-in in droves
DOWN TO EARTH
Buzz Aldrin’s
highs and lows
AGE OF REASON
Demure, mature
Michelle Pfeiffer
SUPER SPRUIKER
Jerry Seinfeld and the Newcastle connectionPAGE 17
Newcastle Herald Weekender cont...
COVER
STORY
OUTRAGEOUS
FORTUNE
Jerry Seinfeld and a
Newcastle financial
institution have
workshopped a
situation comedy
way, way out of left
field. NEIL JAMESON
asks the stand-up
standout why . . .
and how much.PAGE 18
Newcastle Herald Weekender cont...
H
ad Jerry Seinfeld possessed the super
powers of his hero Superman, it would
have been simple.
He could have flown faster than the speed of
light to Newcastle, NSW, performed his stand-
up routine on the footpath outside a
suburban branch of the Greater Building
Society, knocked back a few beers with the
crew and been back home in time for
breakfast with the wife and kids.
He’s good, but he ain’t that good.
Instead, he took a limo from his nine-hectare
East Hampton estate, down the Montauk
Highway – past the house where George
COMIC RELIEF: The
Costanza suffered that cold swim, in the Greater’s
general direction of the Rockaway dunes from marketing man,
where Cosmo Kramer belted a bucket of John Dwyer, and
Titleists into the Atlantic – for the relatively none other than
Jerry Seinfeld on
short journey to Cedarhurst (pop: 6000). set in Cedarhurst,
There, wearing a smart suit, he appeared in Long Island.
front of the cameras outside a mocked-up
Greater branch for the day’s shooting. Next ‘‘That’s normally what I do,’’ the comedian
day, he did it again until the crew had enough
in the can for not just one television
‘‘Why did Jerry confirms.
Allowing Jerry to be master of his domain,
commercial, but an entire campaign. You
might have caught some of it on television
Seinfeld accept doing stand-up on Cedarhurst Avenue, was
irresistible.
this week. our offer? Because There he was with microphone and familiar
stool cracking up the locals with his trademark
The king of comedy couldn’t come to the
’Castle, so they took the ’Castle, or part of it, we were bold observational humour while the cameras
to him. They built a branch in New York. rolled.
Let’s stop right there. What we’re talking enough to ask.’’ According to the man himself, the Aussies
about here might well be the advertising had a flying start. Jerry harboured a positive
catch of the year. Jerry Seinfeld, one of the take on all things Australian.
world’s most in-demand A-listers who has only ‘‘I have a very warm feeling about
rarely lent his name to a commercial product, So, it couldn’t have been about the money, Australia,’’ he tells Weekender. ‘‘I was down
blows right past the Fortune 500 list to strike could it? But, we still have to ask Jerry. We there in ’98 right after the show went off the
a deal with a business headquartered on the tread softly. air and the response from the people I met on
corner of Beaumont and Tudor streets, Weekender: ‘‘This might be just a wild guess the street, in the restaurants, everywhere was
Hamilton, Newcastle, NSW, Australia. Now, on our part, but we’re thinking you did it for so special I felt kinda close to them.
just take a moment to think about that. a whole lot less than the Microsoft ‘‘ The only thing I don’t like about Earth is
But it doesn’t stop there. Called upon to campaign.’’ they put Australia a little too far away,
explain this phenomenon, Jerry agrees to just Jerry: ‘‘We don’t think about money too otherwise I would love to make it part of my
one interview. You guessed it – Weekender much these days. I like to do things because touring schedule.’’
scores the scoop. they feel right.’’ As far as coups go, this one was right up
When he phones us from New York, duty We’d been tipped off he was courteous by there. With no disrespect to anybody, the
dictates that we ask him the obvious: How nature and we’re hoping that his natural facts speak for themselves.
much? It’s a question we’d already put to the goodwill has been topped up by the fact that The Greater is a top 500 Australian outfit, a
Greater’s marketing people. They weren’t Jerry’s New York Mets have just snapped a mutual with $4 billion in assets owned by its
saying what it cost to recruit the world’s disastrous losing streak by beating the members. But, in truth, it is a regional business
wealthiest comedian, but here’s a few clues: in Dodgers 5-4 the previous night. entity, a long, long way from Wall Street. And
2008 Bill Gates was said to have paid him Jerry (laughing): ‘‘You’re really up to date. here it was looking for a talent to follow John
$US10 million to work his magic for Microsoft, The internet is a wonderful thing. That’s what Church.
we’re told the comic recently knocked back I was doing last night – I was up watching that So, somebody says, ‘how about Jerry
twice that to appear for another game on TV.’’ Seinfeld?’ and he says ‘yes’. It’s sort of like
multinational, and his fans know he passed on Back to business. In his dealings with the getting the Rolling Stones to play at your
an offer of $US10 million an episode to do just Seinfeld team, John Dwyer drew the school dance.
one more series of his mega-grossing Seinfeld impression that the financial consideration The tale of the Greater and the great comic
which raked in almost $US270 million in its was not top of the list. goes back to last year when the business
final season alone. The Greater’s marketing ‘‘I think he was taken by the creative. We opened discussions about a new campaign.
man, John Dwyer, is more than ready for the invited Jerry to be Jerry. He liked the proposal Dwyer, the brains behind the society’s concept
question and, whipping the old ‘‘commercial because it allowed him to be himself . My of a free holiday for home borrowers,
in confidence’’ swatter from his belt, puts it guess is that some of the big approaches set suggested they go for a big name – shoot for
out of its misery. out telling him what they want him to do. the stars.
‘‘Let’s just say we didn’t pay anything like That’s not his go. He had a large input in the ‘‘We decided that having a celebrity was
Microsoft,’’ he laughs. scripting. And who is going to say ‘no thanks’ going to be good, providing we found the
As Elaine Benes would have said: ‘‘Get out of to Jerry Seinfeld if he offers to help you out right person, somebody who would be in
here!’’ with the script?’’ synch with the brand,’’ he explains.
WEEKENDER PAGE 9PAGE 19
Newcastle Herald Weekender cont...
COVER
STORY
CREDIT’S DUE: Jerry Seinfeld hams it up for the Greater ad shoot in downtown Cedarhurst, USA. Opposite page, the Seinfeld cast.
‘‘We came up with a short-list and Jerry’s any time soon, the Australians, including closed for two days and 132 Nassau County
name was right up there. Greater chief Don Magin, followed up their police officers, led by Detective Michael
‘‘The research showed he was perfect.’’ New York meeting with a four-hour drive to Bitsko, on hand to see things ran smoothly.
Dwyer contacted Seinfeld’s Los Angeles- catch the comedian’s live act. ‘‘The people were lovely, so helpful,’’ Dwyer
based agent Christian Carino and manager Location research settled on four possibles in says. ‘‘They virtually closed the town for us.’’
George Shapiro who spoke to their client. New York state, each within driving distance If the Australians bore any trepidation about
Back in Australia, everybody knew it was a of Jerry’s home. Ultimately, they chose working with a big star, Seinfeld’s agent had
long-shot. Cedarhurst because its main drag looked most already put them at ease.
But then, Shapiro got back to them with the like the main street in a typical Australian Dwyer: ‘‘He [Carino] said to us early in the
news: ‘‘Jerry would be pleased to do it.’’ suburb. piece: ‘If you manage to pull this off you’re
As the comedian confirms, here was an In an abandoned health food shop, next going to find Jerry and his people the nicest
opportunity for him to reconnect with his door to the local Haagen-Dazs ice-cream folks to deal with.’ ’’
Australian audience.
‘‘It’s hard for me to get there, so I thought,
‘Hey, this is a great way I can do some of my
‘‘It’s hard for me to get there, so I thought,
stuff for my friends in Australia, and the
Greater seemed like such a nice business,
‘Hey, this is a great way I can do some of my
everybody associated with them was nice.’’ stuff for my friends in Australia’.’’
Dwyer: ‘‘We’re still pinching ourselves. We
had him on the top of the list but, in reality,
we thought he was untouchable. Talk about parlour and across the road from Vandelay He was right. On landing for the session Jerry
right place, right time.’’ Industries (not really, we made that bit up), strolled over to say hello to a bunch of
In comedy and marketing, timing is set builders got busy constructing a replica of Cedarhurst schoolkids including Avi
everything. With his new reality show, The a Greater branch, complete with ATM. May 11 Schwartzblatt who offered the plaster cast on
Marriage Ref in production, and organising and 12 were scheduled as the shooting dates. his broken arm for the comedian to sign.
the Seinfeld cast reunion for HBO’s Curb Your There would be some cosmetic adjustments: It seems everybody in town was happy to
Enthusiasm, Jerry was busier than Larry the the colour of the road marker paint was bask in the glow, including a local columnist
Cook during rush-hour at Monk’s Cafe. Australianised, the US-style parking meters who billed himself as The Legendary Danny
Shapiro told Dwyer: ‘‘Look, if you’re going to removed and local traffic signs covered up or Odoul of the 5 towns Jewish Times and tacked
do this, it’s going to have to happen in altered, cars parked on the street had to be on to the funny side of Jerry fronting at a faux
America.’’ pointing in the right direction. To achieve branch.
Having finessed the details via a meeting these results the US crew worked off photos ‘‘What kind of meshuganeh decides to film a
with Carino, the Greater’s negotiators flew to of Australian streetscapes. commercial at a bank without free coffee?’’
New York, met with the Seinfeld team in his When Mayor Andrew J. Parise learned the scolds Danny. ‘‘So, I snuck him over to Cap One
suite of offices 55 floors above the streets of greatest living Jewish comedian was shooting . . . then headed next door to Oh Nuts for
Manhattan, and closed the deal. a commercial in his strongly Orthodox Jewish some raisinettes and off we went to sit on the
Realising Jerry wasn’t coming to Australia community, he arranged to have the town bench outside and devour our nosh. Jerry told
WEEKENDER PAGE 10PAGE 20
Newcastle Herald Weekender cont...
me that much had changed on The Avenue didn’t know about them [the Greater] before, baton, it might as well be to comic royalty.’’
since the last time he had visited back in the but I’ve been investigating it and it’s quite a With his company involved at the back end
1980s.’’ remarkable relationship they have with their of the deal, Church has an educated view of
And you wonder where Jerry gets his customers.’’ where the credit should fall.
material? Weekender: ‘‘Is there a salient lesson here, ‘‘It was very much John Dwyer’s baby,’’ he
CBS News sent Emmy Award-winning Jerry? Maybe if New Yorkers had invested says. ‘‘He’s a great believer in the wow factor.
journalist Scott Rapoport out to cover the their money with the Greater rather than But [executive officer] Don Magin deserves
appearance of ‘‘comic royalty’’ in a village Bernie Madoff the world would be a better credit. He could have said no. Instead, he ran
where one local told him that it was cool place today?’’ with the idea.’’
because ‘‘nothing ever happens in Jerry (laughing): ‘‘That is absolutely for At the campaign launch, Magin offers the
Cedarhurst’’. Rapoport popped the mic under sure.’’ best answer as to why the comic king hooked
John Dwyer’s nose and asked the Australian Meanwhile, John Church, whose agency still his star to their business.
the more-than-$64 question: ‘‘How much did retains a significant stake in the Greater’s ‘‘Why did Jerry Seinfeld accept our offer?
Jerry cost?’’ marketing activity, is dining out on having Because we were bold enough to ask.’’
‘‘Ten dollars fifty and lunch money as well,’’ been the warm-up act for Jerry Seinfeld. Hopefully, their customers will be
he quipped. ‘‘I told them I’d do it for half the dough,’’ he laughing all the way to the b . . . building
On the pavement, Jerry was warming up the jokes. ‘‘I guess if you’ve go to pass on the society.
crowd with his observational take on
Australiana.
‘‘I have 72 shows next week out the back of THE BOLD AND THE BOUNTIFUL
Bourke. Good seats currently available . . . in “If awareness is a measurement of success, this “Lots of US stars
fact, all seats.’’ one’s got very high awareness.’’ including Woody Allen
In chatting to the comedian, Weekender Todd Sampson, CEO of Leo Burnett, Sydney, and and Mel Gibson have
ruminates about this curious match – panellist on ABC TV’s The Gruen Transfer, has done one-offs in places
international A-lister who (we’re told) fields been gauging reactions to the Greater’s Seinfeld like Japan,’’ he says.
50 approaches a week via his agent and coup. Referring to the national news coverage, With the client paying for regional rather than
knocks all of them back, finds amid the mail he suggests: “The value of the PR alone will start global rights, the talent cost is much lower than,
this overture from an incredibly worthy but to reap returns on the cost of attracting such a say, what Microsoft would have had to pay for its
relatively modest suitor from the other side of high-profile star. international campaign featuring Jerry Seinfeld
the world. “My understanding is that this [the Greater] is (pictured above).
In New York, where the damage of the a business that’s been operating in Australia for “There is the possibility that the star overshad-
global financial crisis lies all around and trust 60 years, but we’d barely heard of them. Now, ows the brand. The risk is that all people will be
is a commodity in short supply, it is indeed everybody’s talking about them.’’ talking about is Jerry Seinfeld and not the content
kismet. Sampson says the practice of international stars of the commercial, ’’ Sampson says.
Jerry: ‘‘Well, that’s the sort of thing that I doing campaigns outside their own countries is But on brand awareness alone, he offers, the
like. I feel more comfortable in these kind of not new and can be very cost-effective. campaign might already be a winner.
situations than I do with the bigger guys. I
WEEKENDER PAGE 11PAGE 21 ninemsn.com.au, Thursday 9 July
PAGE 22 ninemsn.com.au, Thursday 9 July
PAGE 23 livenews.com.au, Thursday 9 July
PAGE 24 dynamicbusiness.com, Thursday 9 July
PAGE 25 bandt.com.au, Thursday 9 July
PAGE 26 mediahunter.com.au, Thursday 9 July
PAGE 27 yahoo.com, Thursday 9 July
PAGE 28 Extracts from comments on Youtube and various media websites Comments from The Herald website As Kenny Bania would say: “That’s gold Jerry, GOLD”. What a great story. I hope the King of Comedy does another tour down here in the not too distant future. Posted by Jordo, 11/07/2009 9:26:48 AM Love it love it love it love it. Well done to the Greater’s campaign management firm, whomever they are! And ‘greater’ value for money - apparently they gleaned enough material for up to 30 ads...you could be enjoying Jerry for some time people! Posted by Kacey, 10/07/2009 12:11:59 PM I think these ads are great for a laugh! A huge step up from those boring John Church ads which wore out the “mute” button on my tv remote. Posted by Summer, 10/07/2009 12:38:18 PM I think the Greater is on a winner, i would rather take financial advice from Seinfeld than a financial adviser, like they got it right. Unless Crammer tells me not too! Posted by John, 10/07/2009 12:41:37 PM A bold campaign from a bold marketing team at the greater. Posted by Robandnathrule, 10/07/2009 2:43:40 PM Love Jerry Seinfeld. Welcome back to the TV screen. Much needed laughs for us all. Posted by JS Fan, 10/07/2009 2:46:44 PM If that isn’t best practice marketing than I wouldn’t know it! Posted by Dont disagree, 10/07/2009 3:41:45 PM I’m pretty sure thousands of us marketeers in all industries have gone green with envy over the Greater’s coup. I have. Hats off to their creative agency and the Greater for thinking outside the box and cutting through the clutter. They’ve managed to retain their local underdog status with a big ring act. Brilliant Posted by Marketeer, 10/07/2009 4:02:26 PM
PAGE 29 Love it. Love it. Love it. The marketing person behind this is a real guru. What a coup. I wish Greater all the best. Clever thinking. Posted by The Mare, 10/07/2009 11:13:09 PM Comments from Youtube website sirbargearse It’s good to see a world famous star do something totally unexpected. It’s so predictable sometimes to see these A lister’s just doing A lister material. Brad Pitt in the Snatch was the last time I was surprised such as this. smk20008 (5 days ago) Show Hide I’’ve been a customer of The Greater for over 20 years - they’ve only ever used their customers and staff for their TV ads - this is HUGE!! Mrjohn1 (4 days ago) Show Hide Wow!! The best & most ingenious ad campaign in Australian history I reckon!! Go Greater & Go Jerry - what a team!!! ChaosAD187 (5 days ago) Show Hide Seinfeld Rules. Banks Suck. TaloyahJade (5 days ago) Show Hide I love the random kookaburra noise. If I saw Jerry Seinfeld standing on a sidewalk here in Australia, I would be like so happy JoshuaMLB (4 days ago) Show Hide I would deffinately try to 1. shake his hand 2. get an autograph.... and if his body guards havent stopped me yet... then i dunno what else i would do... lol KrasHHH001 (5 days ago) Show Hide LOL! points to jerry for taking the punt on an aussie minnow. His stocks went up with me.
PAGE 30 AbeFrellman (4 days ago) Show Hide Nice work. Next time get them to fly you to Newcastle. It’s a nice enough place, great beaches, good seafood & great wineries just up the road. Shoot, the Greater will probably even throw in a free holiday. Comments from Live Wire News website NitroPrincess | Thursday, 9 July 2009 6:12 PM LOVE Jerry! Very impressed that MY building society has managed to score such an icon. Anyone who says otherwise is just sad and OBVIOUSLY has no sense of humour..go Jerry! Go GBS. im proud to be part of Greater. O Siris | Thursday, 9 July 2009 2:12 PM LOVE THE SEIN! Comments from TV Tonight website Chace says: July 10, 2009 at 3:24 pm Have seen the Jerry ads on YouTube. They are great, just hilarious. Can’t believe they got Jerry Seinfeld – awesome! Camo says: July 10, 2009 at 11:52 am Wagga Wagga - lol funny!
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